from 'Access Agency' (courtesy of the Cool Hunter)
Forget thinking outside the box. Forget the box. Where brands needs to go today, there is no box.
As consumers, we are all skeptical, cynical and tired of being marketed at. We crave relevance, value, real connection, engagement, something surprising, an experience. And we crave entertainment that is worth our while. The success of Avatar, Toy Story 3, Cirque du Soleil or the iPad, or the virtual runaways of Evian Rollerbabies or Old Spice, testify that no matter how depressed the economy, how uncool conspicuos consumption, we happily spend our hard-earned money and our scarce time on entertainment, products, ideas and campaigns that pick us up, dazzle us, and give us more that we imagined.
With social media, the experience economy has exploded to cover every type of brand, nearly all socio-economic groups, and almost every part of the world. Everything has sped up and amplified. By the time traditional marketing catches up to an idea, the leading edge of consumers has seen it somewhere already, moved on, and told everyone else about it.
Now more than ever before, brands need to be fast, smart and way ahead of the curve to speak directly and engangingly to each consumer segments.
As consumers, we are all skeptical, cynical and tired of being marketed at. We crave relevance, value, real connection, engagement, something surprising, an experience. And we crave entertainment that is worth our while. The success of Avatar, Toy Story 3, Cirque du Soleil or the iPad, or the virtual runaways of Evian Rollerbabies or Old Spice, testify that no matter how depressed the economy, how uncool conspicuos consumption, we happily spend our hard-earned money and our scarce time on entertainment, products, ideas and campaigns that pick us up, dazzle us, and give us more that we imagined.
With social media, the experience economy has exploded to cover every type of brand, nearly all socio-economic groups, and almost every part of the world. Everything has sped up and amplified. By the time traditional marketing catches up to an idea, the leading edge of consumers has seen it somewhere already, moved on, and told everyone else about it.
Now more than ever before, brands need to be fast, smart and way ahead of the curve to speak directly and engangingly to each consumer segments.
Perhaps keep these thoughts in mind when marketing our product/brand
No comments:
Post a Comment